Case Study
Deliverables
Client
- Dusty's Pizza Ltd / Girl & Boy
Following a name change from Dusty Knuckle to just Dusty’s, this Cardiff-based favourite used the opportunity to not just tweak their brand—but to completely level it up. Known for their quality ingredients, stone-baked techniques and loyal local following, Dusty’s needed a brand that matched their big flavour energy and broadened their appeal to a wider audience. We were tasked with crafting a visually rich new identity that honoured their craft roots while embracing a bold new direction: a fun, cheeky and timeless pizzeria brand that makes you smile as much as it makes you hungry.
With the name change came a shift in perception. Dusty’s wanted to move from “cool artisan pizza place” to something more universal, welcoming and high-spirited—without losing credibility or quality cues. We built a brand oozing with melty, saucy, stone-baked charm, led by a custom hand drawn logotype, an unforgettable mascot, and a loud, cheeky brand voice that gives Dusty’s Pizzeria real cultural flavour.
Bringing pizza to life
We couldn’t resist creating a mascot, for Dusty’s. Dusty—a cheeky, smiling pizza slice with just the right amount of melty chaos. Happy-go-lucky and always grinning (even if he does look a little stone baked), Dusty is more than a character—he’s the emotional centre of the brand. He appears across packaging, menus, social media, and even merch, creating an instant emotional connection with customers of all ages.
